jason brailow

Industry

Computer & Network Security

jason brailow’s Summary

Advertising is a powerful and somewhat frustrating marketing tool. It enables us to launch new products and services, increase sales, and increase awareness. However, it is an activity that often leaves us with unsettling questions. Am I wasting my money? Is there a better method, message, or media?

Unfortunately, when it comes to advertising, there are no standard answers. Advertising involves making the right decisions, and what may be right for one company is usually not appropriate for the next. If you want to answer the many questions you have, ensure that your dollars are generating a return, and take control of your advertising efforts, make sure that you have the following.

1. The Right Reason. Advertising can be a powerful ally, but only if done in a fashion to ensure you get the most out of every dollar you spend. First and foremost, start with the end in mind. What do you want to accomplish? What market do you want to reach? What reaction or action do you want from this market once reached? How is your advertising campaign going to prompt this reaction or action? Spending the time upfront to clarify these objectives will make you money in the end.

It is also important to remember that nobody knows your business like you do. Rely on ad representatives for their expertise in the industry, but realize that you have to make decisions that fit for your company. Don't be forced to make quick decisions due to impending deadlines.

2. The Right Plan. Look at advertising as one part of your marketing plan. Having the right plan means coordinating your efforts to get the most bang out of your buck. How will your advertising efforts fit in to all current marketing and promotional activity?